The Study of value expansion model for Leisure Farm: take Taitung Yuan Sen Applied Botanical Garden as an Example

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Due to the rapid development for the Taiwanese leisure industry, it will became a novel industry here with the characteristics of new industry. Hence, constructing the relationship model for the product/service, attributes, benefits and personnel values and mine the potentially important items will be the primary goals in this study. We will take the employers and the tourists at the Taitung Yuan Sen Applied Botanical Garden to be the observations. And, the questionnaire and survey techniques will be performed to collect data. Then, the concept of mean-end theory and statistical techniques will be used to achieve the necessary data analysis. According to the results obtained from LISREL, the relationships between products/services & attributes, products/services & benefits will denote a significant positive effect. However, the relationships between products/services & personnel values do not denote a significant positive effect; the relationships between attributes & benefits, attributes & personnel value, benefits & personnel values will also denote a significant positive effects. Although the relationship between products/services & personnel values do not have a significant positive effect, it still have effect on personnel value via indirectly affections through the attributes and benefits. Besides, from the results obtained from the value expansion model, we can also get the important items about the products/services, attributes and benefits. Those information can be provided to Taitung Yuan Sen Applied Botanical Garden to be the useful reference for the related issues about business management and marketing strategy.